Theme 1 - Understand That Things Compound
The more I think about this… the more it astounds me.
Small daily tweaks make a massive difference over time. So all you need to do to completely transform the growth of your SaaS throughout 2021… is to just make sure you improve something each day.
Whether it be tweaking a blog post, increasing your site speed, adding another email to your welcome sequence - DO IT.
And do it consistently.
Nowhere is this compounding effect more profound than in the Content/SEO/Social flywheel. With each turn of the flywheel, you get a few more impressions and maybe a few more leads.
For those that don’t know, this flywheel is:
- Creating an awesome piece of SEO optimized content
- Pulling out parts and sharing on social, linking back to the post
If you turn this flywheel once per week, for fifty weeks… you will build an audience.
Theme 2 - Focus On Total Targeted Impressions
As I said on LinkedIn yesterday, a grossly underestimated metric in the world of SaaS/B2B marketing is “total targeted impressions”.
Why?
Let’s face it… unless you’re a super low cost SaaS, most people aren’t going to buy after reading one blog post or downloading one eBook.
They want to first know who you are… then they want to know you’re here for the long term and want to add value.
So I suggest that instead of measuring our success based on the number of demo’s generated or the number of eBooks downloaded… we measure on the number of targeted impressions.
E.g. how many times a perfect customers notices you.
The ideal scenario is that when the sales person reaches out, the prospect says: “Yeah, I’ve heard of you guys”.
Theme 3 - Build Relationships
Traffic costs through both paid and organic strategies are increasing. E.g. Facebook is charging more and it’s harder to rank on Google.
We therefore need to look further afield to get the attention your content deserves… and where better to look that other people in your niche that have permission to communicate with those eyeballs?
Your first step is to make them like you… you do this by adding value to them. Typically this means exposing them to your audience first.
The best way to do this is to bring them on your podcast then after recording you can bring up the topic of collaborating with them on other content that you will both promote.
Getting your content and SaaS exposed to their audience… practically for free.
I hope this helped as you start planning 2021, let’s make it a BIG one.
Tom Hunt is the founder of SaaS Marketer and bCast (podcast hosting for marketers, by marketers). He lives and works in Hackney, London with his delightful partner Rebecca and little dog called Bear.
